The Wisdom of Courage and Trust for Space Branding

  Jooyun Kim's 
Spacebranding vol.40


"The most necessary conditions for creating a great space are the client's 'trust' and 'courage' in the designer."

<'Good Space' is created with 'Faith and 'Courage'>
 For the creation of a 'good space', the client's 'faith' and 'courage' are the most important necessary and sufficient conditions. Architectural journalist Koo Bon-joon said, "The building owner is more important than architects. It is the architect's job to design outstanding architecture, but it's more important to have an owner's perspective on how to choose such an architect."1)

A good space is created only through the understanding and consent of the owner. I have one wisdom that I have gained directly or indirectly by carrying out various projects and working as a chairman and director at domestic and foreign space design-related organizations. The most necessary conditions for a great space to be created are the client's "faith" and "courage" in the designer.


Gapyeong Light of Life Jesus vile ©Jooyun Kim

The space created based on the client's trust in the designer was often created as a great and good space, whether it was a public space, a personal space, or a commercial space. On the contrary, if a designer was selected and the client was anxious about the results or interfered with the knowledge/prejudice that they had, the results were mostly unsatisfactory to each other.

Like the belief that an experienced doctor can cure a disease well, it takes to trust in the designer for good results. A case of failure was a typical case of establishing a temporary advisory committee for objectivity and handing over decision-making to the advisory committee. Space construction is a very important matter for the management of a company due to its large financial expenditure, and it is strange to anyone how decision-makers postpone making such decisions to others.

For a "good space" in space branding, clients first need to establish the value pursued by their business. In addition, it is necessary to clarify the content and value to be pursued through space and to select a designer to plan the space based on its clarity. Let's think about fashion easily. Don't you need to know the style you're pursuing to find a designer who fits that style? Being a famous designer doesn't mean that you can create a style that suits you and your business.

<Is a good designer expensive?>
Is a good designer expensive? Although the cost to a designer is generally relatively small in the total cost of building space, the cost paid at the beginning of the project creates an illusion that seems to be a high cost. That is why famous architects and space designers often say expensive. But when a client chooses a designer, they buy their proven experience.

Never make an error in selecting an inexperienced designer who has been proven to reduce initial costs. This is because the impact of the result is too great. When it is difficult to select a designer, you can get help from a professional consultant around you. After selecting a designer who has put his heart and soul into it, the 'courage' that is absolutely trusted and entrusted can produce successful results.

In order to obtain the most experience and capabilities of designers within a set time and cost, tension and antagonism between each other should be reduced during the project. The project requires the full 'wisdom of trust' that allows designers to devote almost all of their time to design.

Gapyeong Light of Life Jesus vile ©Jooyun Kim

<Intimacy between client and designer>
If there is a designer that the client prefers, the decision can be easy, but in general, it takes a lot of time to identify and select the designer in order to determine a designer that the client can trust. Since the selection directly affects the result, the time and cost required for selection should not be wasted. Doesn't everyone sell the recommendations and opinions of many people to find a good doctor?

Of course, the opinions of the employees in charge in the company are important, but the most important fact is that the client should be able to create an intimacy that allows them to trust and entrust the designer. In addition, there is a need for 'courage' to maintain that intimacy until the end of the project. Domestic companies are familiar with organizational culture, and almost all tasks are carried out in a butter-up manner.

However, in most cases related to innovative business or design sense, the decision maker has the most knowledge, information, and sense in the organization. In the end, making designers based on the high level of decision-makers, and then building trust and intimacy between decision makers and designers becomes the cornerstone of successful space branding. As if Steve Jobs had been friends with Jonathan Ive, an Apple designer.

<A designer is a lawyer>
I heard an interesting analogy about what the relationship between a client and a designer should be. It was at the "NO1 Chair" showcase exhibition and design conference designed by Danish furniture company Republic Fritz Hansen, which has a history of more than 145 years, by hiring Sato Oki of Japanese design company Nendo.

Fritz Hansen N01 Chair Launching Show ©Jooyun Kim

The conference was held in Seoul on June 21, 2018, and said Christian Anderson, head of Fritz Hansen. When the company contracts with a famous designer and starts collaboration, it can treat the designer like an employee who hired him at first, but as the design progresses in earnest, it treats the designer like a lawyer.

Fritz Hansen N01 Chair Launching Show ©Jooyun Kim

He develops new products with "total trust" in the designer's lead like a lawyer who will handle cases for me. When a designer becomes a lawyer, he means that if you don't trust a lawyer, you can never win a lawsuit, and if you don't trust a designer completely, you can never make a good design product. That is why the client's 'courage' is absolutely necessary.




<5 Summaries>

"The most necessary conditions for creating a great space are the client's 'faith' and 'courage' in the designer."

"The owner of the building is more important than architects."

"Client selection of designers means buying their proven experience."

"Building trust and intimacy between decision makers and designers is the cornerstone of successful space branding."

"Just as you can never win a lawsuit if you don't trust a lawyer, you can never make a good design product if you don't trust a designer completely."


1) 구본준 지음, "세상에서 가장 큰 집", 한겨례출판, 2016.11.14., 108-109쪽

 

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